If you’ve noticed there are more places to buy sex toys online than ever before, you’re definitely onto something. While brick-and-mortar sex toy shops have existed for a long time (odds are you’ve been in one either out of curiosity or necessity), the sex toy e-commerce market has recently skyrocketed, partially thanks to the convenience of online shopping, as well as the 2020 pandemic propelling sales.
Even celebrities like Dakota Johnson and Cara Delevingne are entering the sex-toy space, the former investing in sexual wellness brand Maude and the latter serving as creative adviser and co-owner of sex-tech company Lora DiCarlo. Where there’s demand, there’s money, and where there’s money, the possibilities for pleasure are endless.
But enough business talk: Let’s dive into all the online sex-toy retailers that make it possible to find your dream wand, rabbit vibrator, or butt plug in just a few clicks. Since online sex-toy retailers make toy shopping so accessible, it’s simpler than ever to experiment with different products and brands, taking our orgasms to levels we have never even imagined.
However, it’s easy to feel decision fatigue when you’re presented with so many options for buying sex toys online. You start to feel like you opened the Cheesecake Factory menu, and finding what you really want becomes a difficult task in and of itself. There are the O.G.s of the sex-toy shop world, like Good Vibrations and Adam & Eve. There are a bevy of trendy direct-to-consumer brands like Unbound, Dame, and Maude. You’ve got your luxury toy brands like Lelo, whose products you may mistake for modern art. And as a shock to literally no one, Amazon also wants a piece of the pie and offers a variety of toys to choose from (with two-day Prime shipping!).
So where to start? Behold the ultimate list of the best sex-toy brands you should totally bookmark.
Good Vibes was founded by sex educator Joani Blank back in 1977, with its first store located in San Francisco. Hers was the first sex-toy shop that put sex education and women’s pleasure front and center (in a large, scalable way), and the brand’s mission is to empower folks to freely embrace their sexuality. It was also one of the first shops to prioritize body-safe materials like silicone in its toys. Good Vibrations is still considered one of the most trustworthy sex-toy retailers, with a plethora of toys to choose from, at all different price points.
If Babeland’s shopping experience seems awfully familiar, it’s because it was acquired by Good Vibes in 2017. The mission of Babeland, which is based in Seattle, is to empower women to explore their sexuality aligned with Good Viibes’ messaging and goals, so the merger made sense. Similar to Good Vibes, Babeland refuses to sell subpar toys, remains vigilant about materials, and carries a huge selection of toys all in one place.
From bullet vibrators to handcuffs, Ella Paradis’s selection runs the gamut of pleasure. What makes Ella Paradis stand out is its pricing, since the retailer frequently runs sales and discounts on its most popular products like the Satisfyer or Lora DiCarlo’s famed Ose dual stimulator. It even offers its own sex-toy line, Better Love, which lets customers try premium products at accessible prices.
Unlike most retailers, which generally don’t allow returns (understandably), Lovehoney lets customers return a toy within 60 days. Plus, its customer service is notoriously amazing, with experts available to help choose which products are right for you or to just solve any shipping issues. You can depend on Lovehoney to carry all the classics like the Magic Wand vibrator and Fifty Shade of Grey line, as well as an in-house Lovehoney line of toys. The retailer also features deals of the day, with toys up to 50% off, as well as a 20%-off student discount.
Award-winning luxury sex-toy retailer Lelo is where you want to go if you’re ready to invest in a well-designed, high-tech, and powerful toy that, yes, costs a pretty penny (luckily, the Sweden-based shop has sales from time to time). But with luxury products comes a curated shopping experience: Along with every single toy, Lelo provides illustrated instructions on how to use it if you’re in need of some pointers. The Soraya and Smart Wand are two of the brand’s best sellers.
Founded by Canadian couple Bruce and Melody Murison, We-Vibe is another luxury toy brand which specializes in products designed for partnered sex and playtime (although it does sell toys for solo sex too). What makes We-Vibe special is its We-Connect app, which pairs with all of its toys. The app gives people the ability to control their toys wirelessly with their phone, and from afar. If you’re looking for a vibrator to use with a long-distance partner, We-Vibe gives you the opportunity to connect, even if you’re states or countries away from each other.
Come for the fun graphics; stay for the orgasm-making toys. Founded by sexologist Alexandra Fine and Janet Lieberman, an engineer, Dame Products’s ultimate mission is to close the pleasure gap by creating accessible and inclusive sex toys, as well as spreading the word about sexual wellness. If you follow the brand on Instagram, then you probably already know it regularly posts sex-positive illustrations and mantras like this definition of what “sexuality” means. Its best-selling toy is the Eva, a hands-free clitoral vibrator you can use solo or with a partner. Brownie points for convenience and a cute design.
Unbound started as a small sex-tech start-up in an NYC apartment and has grown into one of the most popular modern sexual wellness retailers. Polly Rodriguez founded the company because she believed female sexuality was underserved by the sex-toy industry. And it’s true: 10 years ago (probably five years ago, even), when people went searching for sex toys, they often found that the products were designed for male pleasure and solely hetero sex in mind. A lot of dildos on the market were super phallic and veiny, and the only purpose of a vibrator was packaged as a way to offer foreplay before penetrative sex. Not anymore. Brands like Unbound give folks fun and brightly designed toys that are created for pleasure, whether you’re having partnered sex, enjoy masturbating on your own, or both.
Maude (which counts Dakota Johnson as an investor) is in the business of intimacy. Its two sole sex toys are the bullet vibrator, simply called Vibe, and its palm-size mini vibe called Drop. While these products are loved for their sleek design and efficacy, Maude customers tend to come back for mood setters, like its popular burn candle, which you can light and enjoy, and then pour directly onto your partner’s skin for a warm and sensual massage (since the wax is made with jojoba oil, it isn’t able to get superhot). Maude was founded by former Everlane employee Éva Goicochea, who wanted to counterbalance some of the raunchy, porn-influenced imagery associated with sex toys. When you visit its website, it might not even dawn on you that it sells sex toys, since Maude purposely avoids explicit content so that their customers don’t feel intimidated. The branding is also totally gender- and age-inclusive.
When you think of a traditional brick-and-mortar sex-toy shop, you might think first of Adam & Eve, one of the most popular sex-toy retailers in the world. It was founded by Dr. Timothy Black and Phil Harvey in 1970, and began as a small shop in North Carolina that sold condoms and lube. As its business model expanded (pivoting to mail-order catalogs), Adam & Eve’s business model eventually grew to include an online e-tailer version which sells everything from a clitoral vibrator and Ben Wa balls to lingerie and even its own sex-toy line. The retailer carries a wide selection of toys and brands and, to our delight, has a 100% satisfaction guaranteed policy. Meaning, if you don’t like it, you can totally return it.
At first glance you might mistake Sweet Vibes’ online experience as a candy shop. Bubblegum pinks and baby blues initially mask that this is, indeed, an online sex-toy store, and its Instagram page is coated in just as much sugar. Its clitoral suction toy is called Girl’s Best Friend, while its dual vibrator is cheekily called tuLips. The playful branding is part of the company’s goal to market sex toys as being integral to one’s self-care routine. You’ll also notice Sweet Vibes’ pricing is extremely reasonable (all toys fall under $50). Its explanation? “It doesn’t actually cost an arm and a leg to create a great vibrator using quality materials,” and the brand follows up by stating it forgoes expenses like influencer photo shoots so it doesn’t have to pass the cost on to customers.
Womanizer specializes in clit-suction vibrators, and (as we noted last year) sales for the brand’s vibrators, in particular, skyrocketed during quarantine, with the brand’s parent company WOW Tech Group reporting a 200% increase in sales from 2019 to 2020. With dating and hooking up off the table for many people during the pandemic, naturally, masturbation was a safer alternative. Folks heard through the grapevine that the Womanizer felt like oral sex for people with vulvas, and it instantly became one of the most sought-after toys of last year.
These days you can order just about anything on Amazon—and get two-day free shipping with a Prime membership—so the convenience is hard to deny. You can stock up on household goods like toilet paper and shampoo and add a vibrator to the same cart by barely lifting a finger. Amazon carries a huge assortment of popular toys, but it’s important to pay close attention to the retailer, since it’s possible to buy a counterfeit product from a unofficial third-party retailer. And though cheaper doesn’t automatically equal bad, we always recommend doing a thorough read-through of the product reviews.
Yes, the marketplace where you buy your personalized jewelry and hand-knit scarves also sells sex toys. A large portion of the toy selection is handmade or sold by smaller companies, so it’s definitely up to the customer to do their research and ensure the toys are made with body-safe materials. You’ll find some gems, though, like the cult-favorite Rose Sucking Vibrator by Adorime, and this high-quality leather flogger.
Lora DiCarlo, which was founded by Lora Haddock DiCarlo, blew up in popularity after its innovative sex toys were presented with an innovation award in robots at the Consumer Electronics Show (CES) and then quickly rescinded. The Consumer Technology Association explained that the award had been a “mistake” and that sex tech was prohibited at the show. After some warranted backlash, the CTA restored the award and agreed to allowing some sex-tech companies to participate in CES. All that is to say: DiCarlo is one of the recent pioneers in normalizing sex tech and tools for pleasure, and the brand Lora DiCarlo is one of the hottest sex-toy companies on the market (it’s even backed by Cara Delevingne). The toys that initially placed it on the map (and stirred up some major drama in the tech world) were the Onda, an innovative G-spot vibe, and the Baci, a clit suction toy that uses airflow technology to simulate oral sex.
Organic Loven, founded by erotic educator Taylor Sparks, carries a wide array of eco-friendly and artisanal sex toys and goods, like We-Vibe toys and vegan condoms. It even offers erotic seminars from Sparks, and erotic-themed getaways and cruises. Organic Loven is different from other sex-toy retailers in that it focuses on the experience just as much as the products. For those who want to learn more about their sexuality or the act of sex, Organic Loven also sells a variety of sex-positive literature.
Alice Derock founded Wet for Her in 2009 after experiencing disappointment with the lack of inclusivity offered by popular sex-toy retailers. Derock, who identifies as a lesbian, wanted to see more toys that weren’t geared just toward hetero couples (think veiny, penis-shaped dildos), so she created Wet for Her. The first toys were created with queer women in mind (like the Two Finger Extender, which was modeled after the stroking, come-hither motion of two fingers massaging the G-spot and clit). Wet for Her primarily sells dildos and harnesses, but it does also offer a bunch of bullet and finger vibrators along with a nice selection of lubes.